What is your Keyword ranking strategy?

I've worked in both start ups and long established e-commerce companies and wonder what general keyword ranking strategies you guys use?

A bit of context from my end;

When I worked in long established e-commerce companies doing keyword research, checking their difficulty and considering the sites authority, looking at rivals, this would determine the best keywords to optimise for. However, since it was a niche industry (thermal camera), nearly all traffic would gravitate to a few...

What is your Keyword ranking strategy?

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